Is Bay News 9 Bright House's secret weapon?

Wake up and good morning.

In the cable TV war of Tampa Bay between Bright House Networks and Verizon, does a 24-hour local news channel like Bright House's Bay News 9 matter? You better believe it.

In strict business terms, Bay News 9 is a differentiator, meaning you only get it if you subscribe to Bright House and not to Verizon's newer FiOS TV service. In community terms, for those who have been in the Tampa Bay area awhile, Bay News 9 has evolved nicely from a look-at-this-car-crash and look-at-this-fire style of area reporting to a mature and generally smart look at how Tampa Bay operates.

And though I can't swear to it, there may be a few hours each day when news anchor Al Ruechel is not on the air. (Ruechel photo courtesy of Bay News 9.)

I wrote at length about the terrific battle between smaller, private Bright House and the far larger Verizon in Sunday's St. Petersburg Times. The response from readers focused mostly on two topics: first, Verizon's FiOS TV has a lot of admirers among its subscribers for its sharp picture quality, and second, Verizon's legacy of service and billing problems continues to be a sore point with many. I specifically noted that while Bright House makes hay by touting its established Bay News 9, Verizon's area chief, Michelle Robinson (in photo), noted Verizon has a big edge ahead because its Verizon Wireless cell phone system (and customer base) is tops in the country and will become a key tool in pushing entertainment services to wireless devices -- a big trend. Bright House currently lacks a wireless business. Disclosure: St. Petersburg Times reporters appear from time to time on Bay News 9 to talk about their stories, Bay News 9 cites the Times as a news partner, and the Times has provided physical space in some of its regional bureaus for Bay News 9 reporters.

So it is interesting that today's Wall Street Journal has a story (subscription required) headlined "Local TV Is New Weapon" which says cable companies with their own Bay-News-9-like, hyperlocal news channels find them to be a strong marketing tool. The story also says Verizon realizes that and is planning a local news service of its own in at least some of its markets. John Harrobin, vice president of digital media at Verizon, is quoted in the Journal piece saying, "Local-interest stories are the ones that people cling to and watch." And he notes a version of the Verizon local channel available in Maryland and Northern Virginia ranks in the top fifth by viewers of the 350 channels the company offers, despite Verizon's ample menu of high-definition programming.

Verizon plans to starts its own local TV channel this summer in New York City to become more competitive with local TV news channels against Time Warner and CableVision systems. Where Verizon does have a local TV channels, it's called FiOS1. And this is not just a tool for Verizon. This week, Time Warner's introducing its own local TV news channel in the Buffalo, N.Y., market to help it fight against Verizon there.

Will Verizon take the plunge in the Tampa Bay market and go head to head with Bright House's Bay News 9? Yes and no. Verizon tells me it's likely it will offer a local TV "news" channel but it will be, in my words, "News Lite" with segments like "Weather on the 1s" and "Traffic on the 5s." But actual news anchors and news reporters? Nope, because that's expensive and is a big commitment. But cute features about area happenings? Most likely. This is a competition sure to keep on evolving.

(Photo of Verizon's Michelle Robinson by Martha Rial of the St. Petersburg Times.)

-- Robert Trigaux, Times Business Columnist

  

Comments

[kenneth]

"Bay News 9 has evolved nicely from a look-at-this-car-crash and look-at-this-fire style of area reporting to a mature and generally smart look at how Tampa Bay operates"
Are you kidding? Where are the ratings numbers to back this up? This is very sloppy reporting with no input from "the other side of the story".
Bay news 9 has failed to grow as a legitimate news operation. Their reporters are boring, lackluster and fail miserably at providing stories with impact and emotion.
But, great job to the SP Times for publishing this piece of fluff for them. Are you now their PR agents as well?

[Bob Elek]

Interesting...one can't deny that Bay News 9 has a following. We've found that for many people, it is like a companion, a voice in a quiet room. However, consumers with no emotional attachment who are interested in the best Internet, TV and voice services have no problem leaving it behind. So I'd disagree with the premise that Verizon needs a counterpoint to Bay News to really succeed. None of our customers really lack for local news with FiOS. And with Widgets, they can receive up-to-the minute weather, traffic, detailed news and sports stories (with much more in the future). So if it makes sense, we may be adding a local news-oriented channel of some sort in the future...but we don't need to do it to convince consumers that FiOS is just plain better.

[Really Bob?]

You should really disclose that you are the spokesperson for Verizon when posting Bob. Good luck with those widgets, maybe you should focus on your lackluster customer service, horrific 2 year contracts, and subcontractors that have torn apart everyone's yards, and gas lines installing your inferior product. Full disclosure Bob. And where's is that free tv you promised me a year ago to switch anyway?

[Scott]

It was pretty obvious that Bob works for Verizon as he mentioned it as "our service" so I don't think him stating that he does is really necessary. He does have valid points though. I switched to FIOS probably about 3 years ago now and haven't looked back. I will take the picture quality, internet speeds that knock Brighthouse on their @ss, and a better price any day over Bay News 9. I watched it occasionally while I had it and wouldn't mind if FIOS had it but I can do without it.

As with the customer service, I haven't had to deal with them so it hasn't been an issue for me. Not everyone is going to be happy with the installation when a company is installing a network as large as Verizon is. Honestly, I couldn't even tell they had been in my yard when they left, but that's not always the case. Things are going to get broken sometimes, that's just a fact.

[Christine G.]

I hate to break it to you Kenneth, Bay News 9 is a legitimate news operation. The Associate Press, the Academy of Television Arts & Sciences and Edward R. Murrow (to name a few) all have honored and continue to recognize the work of Bay News 9’s journalists. For a news organization that can only be seen in 63% of the market, Bay News 9’s ratings ARE proof the are a force to be reckoned with, especially in the mornings, which has become one of the most competitive time periods nationwide. If that were NOT the case I wouldn’t see Bay News 9 on the TV’s in each of the local broadcast stations I visit in Tampa. Bay News 9’s peers view them as a competitor as well as legitimate information source as well as Bay Area news viewers.

[Mark - Tampa]

To write that Bay News 9 is “a companion, a voice in a quiet room” is laughable. I know Verizon feels the need to demean Bright House’s dedication to the Tampa Bay community because FiOS doesn’t have that same commitment. Bay News 9 has been a part of our community for over 11 years. While other local news organizations have had numerous cutbacks, furloughs, and have reduced their workers’ compensation, Bay News 9 continues to invest in people and product. Now, Bay News 9 has the world’s most powerful civilian owned weather radar, Klystron 9. To me that says they are committed to providing an even greater measure of safety to viewers during severe weather. I believe Bay News 9 journalists provide a high quality product to Bright House subscribers, because of Bay News 9 I will NEVER change my cable service and I imagine there are many more like me out there.

[Kenneth]

Where are those ratings numbers Christine? Can you share them? What about during the major newscasts? 6pm? Is anyone watching? Nope.
They're bored with hearing 9 reporters and anchors read the St Pete times to them.
Why is it that all of your stories start with "according to the st pete times" and end with " go to our web site for more on this story"
If you're 24 hour station, why do you always send people to your web site instead of just using your 24 hours to tell us the story?
Oh, I get it. You're selling advertising on the web and the more hits you get there, the more you can charge for the space there!
Klystron 9? Hype. Please explain to us how that keeps us safter, rather than Paul D or Steve J's excellent predictions?
How are we safer because of Klyston 9? We're not. It's just typical TV hype to scare viewers into watching.
It's truly unfortunate that 9 hasn't evolved in its 11 years. There's so much promise and possibility in a real 24 hour news station. You could do longer investigative stories that make a difference. Doug Smith at FOX is an investigator.
You have no one like him. That guy's stories make a difference. Your reporters simply recite what the Times is reporting.
9 commits the ultimate TV news crime all day, every day: it's boring.

[John]

Questions I have are:

How much of Bay News 9's costs are supported by advertising versus how much is subsidized by BrightHouse because BN9 serves as a differentiator?

How large a market share would Verizon's cable services have to capture before BrightHouse could no longer afford its own news department?

[Bob]

To answer the question from John. Bay News 9 makes money and has been in the black from the Time Warner days in the late 1990s. So Bay News 9 doesn't cost Bright House anything, it makes money through ads for the company.

[Christine G.]

Kenneth, you're obviously stuck in the past. Today it's not just enough to be delivering news via the TV – anyone in the media biz will tell the need to utilize all the platforms available to you, like the web and cell phones. TV alone is going the way of the dinosaur. And appointment TV for the 6pm News? Come on, that is also a thing of the past. Everyone I know is too busy to even make it home by 6pm. I’m guessing you’re in that 55 + demographic. There is no “major newscast” for most people these days – hence the beauty of Bay News 9, it’s convenient, there when you need it. As for the ratings, ask any agency rep to show you Bay News 9’s strength – especially during severe weather, tropical storms or hurricanes – that’s not hype, that is the hard reality, one I’m not sure you’re ready to accept.

[kenneth]

Spin, Christine. I'm betting you're a marketing manager for the network.
That's ok. I understand your need to defend them. It's your job.
So your points are that you have good ratings during severe weather and hurricanes.
Hurricane threats: 3 times a year here.
Severe Weather: 15-25 times a year?
So you get good ratings then? Good for you!
You all must pray for rain.
I still don't understand why, when you have 24 hours every day, you don't tell the full story and send us to your web site for "the rest of it".
Revenue from web site hits.
Pathetic.
You also claim to have the largest news staff in the area, but why don't your reporters write and research their own stories?
Why is "according to the st pete times" the beginning of each of your stories?
Why don't you hire an investigative reporter? Why is your helicopter unable to hold a steady shot? Why do you call it breaking news when it's more than 15 hours old? Why do you relentelessly run the same stores for days? Why am I bored to tears when I watch Ferdinand Zogbaum and the rest of your staff try to appear authoritative?
Why did you forget to "report" the fact that Child Porn Producer Al Zimmerman used to be your top reporter?
And, yes, I am retired, 55+ as are much of your viewers. That don't make us stupid.

[Bob Elek]

Full disclosure - I work for Verizon. I agree, thought that was obvious and the fact that I used my real name suggests I wasn't hiding anything (and who ARE you, Really Bob? Hard to imagine that on a birth certificate.) Bay News 9 is a good operation and I said as much. I just don't agree that it is the ultimate differentiator. As for some of our challenges, we don't hide from those. We've had some, but we always make the customer whole, regardless of what they involve. Progress can be painful, but there's no doubt the all-fiber network and its service resonate with consumers. And those challenges? We'll beat those, too, believe me.

[Senior moment]

Hey Kenneth,

It makes sense that as an older person you would appreciate longer former stories like 60 minutes does and you should stick with them. I understand it takes some more explaining of stories to the mature crowd and that's o.k. They don't tease to the web for the rest of the story, but for those of us young enough to have a computer there are more links for people to get more information if they are so interested. Most tv news websites do not turn a profit. They do have the largest staff of reporters and photgraphers in Tampa Bay, and they do write and research their own stories. The anchor stories you are referring to that plug newspapers are mere attribution of interesting stories that they thought would be interesting to their viewers, but Bay News 9 doesn't take the credit for the story unlike the other stations. All tv stations "borrow" stories from newspapers every day, Bay News 9 is citing the source. Some staions do have "consumer reporters" if that's what interests you is helping Molly fight her electric bill then watch them. Most people don't care for consumer help stories and turn the channel. The chopper shots try to show you the whole scene with movement so most viewers don't turn the channel, who wants to look at a static shot of anything? I'm sorry you are over 55 so it must take longer to register what you are looking at. I have never seen Bay News 9 do breaking news on a story that is 15 hours old, it's called developing news as the day goes on and more information is learned. They did report on Zimmerman and and continue to do so. If you are going to post get your facts straight.

[Kenneth]

Investigative reporter: Uncovers government corruption and waste. Topples the comfortable. Comforts the uncomfortable. Sends people to jail.
Not consumer reporting. Real investigative reporter.
Doug Smith of FOX is a great one, but you cannot have a talent like that one without paying him/her a decent salary and I understand that 9 is the worst-paying station here.
Mike Deeson does a good job investigating at CBS too.
9 has no one like that.
Too Bad.
Having a reporter like that is really one way of telling/showing the community that you care about it and are willing to spend the money to hire a Professional reporter to do the job right.
So is investing in a helicopter that shoots straight. Ever see the video from the FOX chopper? Crisp and clear.
Ever see 9 chopper video? It's like watching the electric slide: Slide to the left, Slide to the Right.
It's horrible to watch.

[Shannon]

Al Zimmerman worked there? Isn't he that slimeball that was photographing naked teenaged boys?
Did he meet those kids on the job?

[Mike Keonig]

Have had Bright House for years, no complaints. Verizon isn't in my area anyway. Don't watch much Bay News 9 though...nice to have I guess, but does anybody really watch it? Hey SP Times, do a poll!

[Sarah]

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Sarah

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[politically incorrect]

I have Fios and it is hands down far and away better than my old Brighthouse tv package. I have a Plasma tv and I grew tired of the picture freezing or breaking up or pixilating on Brighthouse during sporting events or action movies. The quality of the Fios is so much sharper and distortion free.
With that being said, I do miss being able to switch over to Bay News 9 for a quick weather update or local sports update. It didn't keep me as a customer, though.
One little critique for the Bay News 9 anchors....please, for the love of Mike....Stop Wearing Day Glo Orange/Red/Green! Who in the wide wide world of sports picks out your clothes??

[Carole Shafner]

WHY HAS THE TIME AND TEMPERATURE BEEN TAKEN OFF OF THE SCREEN? THIS IS ONE OF THE MAIN REASONS I WATCH THIS CHANNEL IN THE MORNINGS-I CAN WALK BY THE TV AND GET A QUICK UPDATE. wILL YOU BE RTE-INSTATYING THIS FEATURE?

[Edna]

Not going to get into the Brighthouse v. Verizon debate, just popping in to say that the comment by "senior moment" was one of the most age-ist pieces of ignorance I've ever set eyes on. WOW. That said, I think I will change my mind and weigh in on the Brighthouse v. Verizon thing: This is a hurricane area and having the local all-news channel is definitely a key point in Brighthouse's favor before, during and after storms. Not everyone (old or young, "senior moment") has the net for instant weather info on demand, and those little weather stations that the networks have on digital over-the-air channels are not the same as up-to-the-moment Bay News 9.